OVERVIEW:

In 1909, the Italian engineer and economist Vilfredo Pareto made the observation that 20% of the population owned 80% of the wealth. The ‘Pareto effect’, as it is now known, refers more generally to any situation in which the minority represents or drives the majority. In many companies today, the Pareto effect is seen with key accounts— a relatively small number of customers who account for a disproportionate share of profitability. Key account management, however, is commonly not well understood. Often, companies lack a disciplined and systematic approach to key account management. And many companies lack the tools to practise key account management.

This workshop is designed to provide you with the most recent tools and strategies for managing key clients (key accounts).

This workshop will help you to:

• define the importance, nature, and scope of key account management within your organization;
• develop a strategic framework for key account management; and
• develop a set of tools for key account management.

WHO SHOULD ATTEND:

Sales executives, account managers, business unit leaders, business development managers, commercial directors, client services directors, senior associates/partners in law firm. Group participation is encouraged as it facilitates application of newly acquired skills and knowledge within companies.

PROGRAM OBJECTIVES:

Upon completion of the workshop, participants should be able to:

• create a new strategic vision for the role of key account management in their companies;
• institute a strategic approach to key account management in their companies; and
• oversee the on-going execution of key account management in their companies.

OUTLINE:

The workshop begins with an exploration of the changing landscape of business, thereby defining and situating key account management. The Workshop then introduces a framework for key account management, which includes 5 steps: 1. identifying accounts, 2. analysing accounts, 3. selecting accounts, 4. developing accounts, and 5. maintaining accounts. The Workshop continues by progressing step-wise through the framework, introducing and practising tools for key account management in a series of practical exercises. The Workshop concludes with a view to personal and professional development.

TEACHING AND LEARNING METHODS:

The Seminar sessions will combine lectures, discussions, cases, exercises, and other activities. You will be encouraged to contribute to the Workshop sessions with your anecdotes, experiences, comments, questions, etc. Additionally, you will be encouraged to discuss the readings which supplement the Workshop sessions; these readings are drawn from academic sources, and also from the popular press.